Mobile Gaming to Grow as Gamers Move from Carrier Decks to Newer Channels

Off-deck marketing, mobile game advertising, episodic content delivery, and micro-payments to rekindle industry growth

27. February 2008 - According to The New Frontier: Portable and Mobile Gaming, gamers will soon begin migrating from the traditional carrier deck, which refers broadly to the carrier-maintained storefront on the handset, to newer, more innovative channels. This new Parks Associates report finds mobile game revenue generated through carrier decks will decrease from 90% of the total U.S. mobile gaming revenue to 72% in the next five years. By 2012, off-deck channels and ad-supported or subsidized mobile gaming will account for 28% of the market.

“Lack of competition has left most carrier decks with an uninspired user interface and poor merchandising environment, which contributed to the recent market stagnation,” said Yuanzhe (Michael) Cai, Director of Broadband and Gaming, Parks Associates. “Off-deck marketing and distribution, combined with new business models such as mobile game advertising, episodic content delivery, and micro-payments, will rekindle industry growth.”

Parks Associates reports that many market forces are driving off-deck distribution of mobile content and services, including the growing influence of established media companies, experiments with alternative distribution channels and advertising models, and recent efforts to open carriers’ walled gardens, including the Open Handset Alliance and Nokia’s Ovi services.

“Many mobile game publishers are working on off-deck initiatives,” Cai said. “Even carriers like AT&T are building business-to-business platforms to allow game publishers to market and distribute games directly to mobile gamers.”

The New Frontier: Portable and Mobile Gaming studies market trends in mobile and portable gaming, examines new business models, and profiles more than 30 companies.

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The complete study can be ordered at info@parksassociates.com.

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About Parks Associates:
Parks Associates is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates creates research capital for companies ranging from Fortune 500 to small start-ups through market reports, primary studies, consumer research, custom research, workshops, executive conferences, and annual service subscriptions. The company's expertise includes new media, digital entertainment and gaming, home networks, Internet and television services, digital health, mobile applications and services, consumer electronics, and home control systems and security. Each year, Parks Associates co-hosts executive thought leadership conferences: CONNECTIONS™ and CONNECTIONS™ Europe in partnership with the Consumer Electronics Association (CEA®). In addition, Parks Associates produces the online publication Industry Insights in conjunction with the CONNECTIONS™ Conference series.

For more information please visit:
www.parksassociates.com
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http://www.connectionsindustryinsights.com

This release was published on openPR.